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An in-app purchase framework for location-based AR games: the case of Pokémon Go

An in-app purchase framework for location-based AR games: the case of Pokémon Go Although location-based augmented reality (AR) games are popular in recent years, the motivation of in-app purchases still needs further investigation. The purpose of this paper is to investigate the antecedents of the intention to make a purchase in location-based AR games.Design/methodology/approachThis research develops a conceptual model and hypotheses based on the theory of perceived values and satisfaction to investigate the antecedents. An online questionnaire was developed and distributed on popular websites to collect data, and 662 usable responses were collected from the players of Pokémon Go in Taiwan.FindingsIn total, 22 hypotheses were validated by using partial least squares techniques. Among the antecedents of in-app purchases intention in the model, the perceived value and satisfaction were found to have strong direct effects. The antecedents of the perceived value (flow, design aesthetic, social self-expression and good price) have direct influences on the perceived value of all players. Design aesthetic, reward and the perceived value were found to have a direct impact on all players’ satisfaction. Moreover, the differences between paying users and non-paying users were discussed and verified.Originality/valueThe model demonstrated relatively good explanatory power for purchase intention in the context of location-based AR game. The proposed model can provide insights to location-based AR game developers to design their games and marketing strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Hi Tech Emerald Publishing

An in-app purchase framework for location-based AR games: the case of Pokémon Go

Hsiao, Kuo-Lun; Lytras, Miltiadis D.; Chen, Chia-Chen
Library Hi Tech , Volume 38 (3): 16 – Sep 29, 2020
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References (48)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0737-8831
DOI
10.1108/lht-09-2018-0123
Publisher site
See Article on Publisher Site

Abstract

Although location-based augmented reality (AR) games are popular in recent years, the motivation of in-app purchases still needs further investigation. The purpose of this paper is to investigate the antecedents of the intention to make a purchase in location-based AR games.Design/methodology/approachThis research develops a conceptual model and hypotheses based on the theory of perceived values and satisfaction to investigate the antecedents. An online questionnaire was developed and distributed on popular websites to collect data, and 662 usable responses were collected from the players of Pokémon Go in Taiwan.FindingsIn total, 22 hypotheses were validated by using partial least squares techniques. Among the antecedents of in-app purchases intention in the model, the perceived value and satisfaction were found to have strong direct effects. The antecedents of the perceived value (flow, design aesthetic, social self-expression and good price) have direct influences on the perceived value of all players. Design aesthetic, reward and the perceived value were found to have a direct impact on all players’ satisfaction. Moreover, the differences between paying users and non-paying users were discussed and verified.Originality/valueThe model demonstrated relatively good explanatory power for purchase intention in the context of location-based AR game. The proposed model can provide insights to location-based AR game developers to design their games and marketing strategies.

Journal

Library Hi Tech – Emerald Publishing

Published: Sep 29, 2020

Keywords: Satisfaction; Location-based services; Games; Perceived value; Augmented reality; In-app purchase intention

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